Portfolio Marketing. Research and Advisory Service

Transcription

1 Portfolio Marketing Research and Advisory Service

2 SiriusDecisions Team Jeff Lash VP and Group Director, Go-to-Market Christina McKeon Service Director, Portfolio Marketing Tyler Anderson Team Leader, Account Management E: P: SiriusDecisions. All Rights Reserved 2

3 The SiriusDecisions Marketing and Management Model A Best-in-Class Framework for Innovating and Marketing B-to-B Offerings Discovery STRATEGY EXECUTION GROWTH Design Align Build Launch Monitor Enhance MARKETING Market Sizing Segmentation Relative Targeting Buyer Personas/ Requirements Buying Cycle Demand Type Brand and Naming Routes to Market Campaign Planning Messaging Marketing Plan* Thought Leadership Competitive Positioning Market Requirements* Sales Enablement Plan* Content Brief* Solution Handbook* Launch Plan* Reputation/ Advertising Demand Creation Content Activation Sales Content and Tools Influencer Relations Demand Measurement Win/Loss Analysis References and Advocacy Launch Dashboard* Customer Marketing Retention Strategies Upsell Cross-sell PRODUCT User Personas/ Requirements Portfolio Architecture Competitive Analysis Business Case* (concept) User Stories/ Pricing Roadmap* Sales Support Functional Spec* Prototype Concept Testing Requirements* Business Case* (final) Testing Release Readiness Demos, Trials Proofs of Concept Customer Feedback Satisfaction Measurement High-Priority Updates Offering Dashboard* Lifecycle Management Enhancement Prioritization Future Roadmap* SALES Field Requirements Deliverables* Activities Sales Advisory Council Financial Targets Sales Coverage Strategy Channel Partner Strategy Named Accounts Territory Alignment Sales Communications Sales Training Certification Incentives Sales Adoption Pipeline Analytics Field Feedback Retention Programs Version SiriusDecisions. All Rights Reserved 3

4 Benchmarking Audit Functional Performance and Resource Gaps Discovery STRATEGY EXECUTION GROWTH Design Align Build Launch Monitor Enhance MARKETING Market Sizing Segmentation Relative Targeting Buyer Personas/ Requirements Buying Cycle Demand Type Brand and Naming Routes to Market Campaign Planning Messaging Marketing Plan* Thought Leadership Competitive Positioning Market Requirements* Sales Enablement Plan* Content Brief* Solution Handbook* Launch Plan* Reputation/ Advertising Demand Creation Content Activation Sales Content and Tools Influencer Relations Demand Measurement Win/Loss Analysis References and Advocacy Launch Dashboard* Customer Marketing Retention Strategies Upsell Cross-sell PRODUCT User Personas/ Requirements Portfolio Architecture Competitive Analysis Business Case* (concept) User Stories/ Pricing Roadmap* Sales Support Functional Spec* Prototype Concept Testing Requirements* Business Case* (final) Testing Release Readiness Demos, Trials Proofs of Concept Customer Feedback Satisfaction Measurement High-Priority Updates Offering Dashboard* Lifecycle Management Enhancement Prioritization Future Roadmap* SALES Field Requirements Healthy Questionable Not Healthy Sales Advisory Council Financial Targets Sales Coverage Strategy Channel Partner Strategy Named Accounts Territory Alignment Sales Communications Sales Training Certification Incentives Sales Adoption Pipeline Analytics Field Feedback Retention Programs Version SiriusDecisions. All Rights Reserved 4

5 The SiriusDecisions Marketing and Management Model Topic Coverage Discovery STRATEGY EXECUTION GROWTH Design Align Build Launch Monitor Enhance Market Sizing Segmentation Brand and Naming Routes to Market Campaign Planning Reputation/ Advertising Demand Measurement Customer Marketing Relative Targeting Messaging Marketing Plan* Thought Leadership Demand Creation Win/Loss Analysis Retention Strategies MARKETING Buyer Personas/ Needs Competitive Positioning Sales Enablement Plan* Content Brief* Content Activation References and Advocacy Upsell Cross-sell Buying Cycle Market Requirements* Solution Handbook* Sales Content and Tools Launch Dashboard* Demand Type Launch Plan* Influencer Relations User Personas/ Needs Pricing Roadmap* User Stories/ Functional Spec* Sales Support Customer Feedback Lifecycle Management PRODUCT Portfolio Architecture Competitive Analysis Prototype Concept Testing Business Case* (final) Testing Release Readiness Demos, Trials Proofs of Concept Satisfaction Measurement High-Priority Updates Enhancement Prioritization Future Roadmap* Business Case* (concept) Requirements* Offering Dashboard* Field Input Sales Advisory Council Financial Targets Named Accounts Sales Communications Sales Adoption Retention Programs SALES Sales Coverage Strategy Territory Alignment Sales Training Pipeline Analytics *Deliverables Activities Channel Partner Strategy Certification Incentives Field Feedback Version SiriusDecisions. All Rights Reserved 5

6 Tailoring the PMM Model 2016 SiriusDecisions. All Rights Reserved 6

7 Tailoring the PMM Model 2016 SiriusDecisions. All Rights Reserved 7

8 Marketing Discovery STRATEGY EXECUTION GROWTH Design Align Build Launch Monitor Enhance Market Sizing Segmentation Brand and Naming Routes to Market Campaign Planning Reputation/ Advertising Demand Measurement Customer Marketing Relative Targeting Messaging Marketing Plan* Thought Leadership Demand Creation Win/Loss Analysis Retention Strategies MARKETING Buyer Personas/ Needs Competitive Positioning Sales Enablement Plan* Content Brief* Content Activation References and Advocacy Upsell Cross-sell Buying Cycle Market Requirements* Solution Handbook* Sales Content and Tools Launch Dashboard* Demand Type Launch Plan* Influencer Relations User Personas/ Needs Pricing Roadmap* User Stories/ Functional Spec* Sales Support Customer Feedback Lifecycle Management PRODUCT Portfolio Architecture Competitive Analysis Prototype Concept Testing Business Case* (final) Testing Release Readiness Demos, Trials Proofs of Concept Satisfaction Measurement High-Priority Updates Enhancement Prioritization Future Roadmap* Business Case* (concept) Requirements* Offering Dashboard* Field Input Sales Advisory Council Financial Targets Named Accounts Sales Communications Sales Adoption Retention Programs SALES Sales Coverage Strategy Territory Alignment Sales Training Pipeline Analytics *Deliverables Activities Channel Partner Strategy Certification Incentives Field Feedback Version SiriusDecisions. All Rights Reserved 8

9 Marketing Ecosystem: A High-Level Functional View Communications Marketing Operations Brand Accountability Business/ Sales Strategy CMO Marketing Strategy / Solution Strategy Portfolio Marketing Audience Framework and Personas Messaging and Value Proposition, Solution and Industry Intelligence Content Operations Influencer Relations Social Media Global Campaigns Themes Global Planning Marketing Mix PMO Infrastructure Enablement Planning Global Demand Center Planned Programs Rapid Response Perpetual Leverage MAP Web Sites Lead Scoring Best Practice ABM ABM ABM Field Marketing Localize Sales Enablement Pipeline Acceleration Localize Sales Enablement Pipeline Acceleration Localize Sales Enablement Pipeline Acceleration EMEA Americas Asia 2016 SiriusDecisions. All Rights Reserved 9

10 The SiriusDecisions GTM Architecture Model SiriusPerspective: A visual diagram which illustrates how a company will merchandise its offering portfolio aligned to a target buyer audience. Audience Framework Offering Map Buyer s Journey Map Master Brand Business Unit Business Unit Business Unit Industry Industry Industry Region Region Region Region Company Company Account Buying Center Buying Center Buying Center Persona Persona Persona Persona Persona Persona Persona Need Need Need Need Common Need Solution Buying Scenario Buyer s Journey Map Buying Scenario Buyer s Journey Map Buying Scenario Buyer s Journey Map 2016 SiriusDecisions. All Rights Reserved 10

11 The SiriusDecisions Persona Framework SiriusPerspective: Align the organization around a common understanding of the target buyers and their needs to drive best-in-class messaging, content and campaigns. \ Functional Attributes Job Role Common Titles Position on Organizational Chart Buying Center Firmagraphics Emotive Attributes Initiatives Challenges Buyer Need Lexicon Decision Process Attributes Buyer Role Engagement Level Decision Drivers Behavioral Attributes Content Asset Types Interaction Types Watering Holes 2016 SiriusDecisions. All Rights Reserved 11

12 Messaging Nautilus Version 2.0 SiriusPerspective: The Messaging Nautilus is a sequential and logical process for transforming skills in order to create more audience-centric messaging that resonates SiriusDecisions. All Rights Reserved 12 Arc 1: Audience Isolation Isolate the target market segments, buying centers and buyer personas for an offering. Arc 2: Persona Context Catalog the insights necessary to engineer messaging that resonates with that specific persona. Arc 3: Intent State the messaging intent by demand type and buying scenario. Arc 4: Value Proposition Craft the core value proposition for the buyer persona. Arc 5: Inflection Points Catalog the persona s information requirements by stage. Arc 6: Narrative Elements Build the narrative elements the messaging components. Arc 7: Activation Map Map the the content content activation activation routes routes and and requirements. requirements. Arc 8: Blueprint Finalize the messaging for handover to the content activation functions.

13 The SiriusDecisions Launch Tier Model SiriusPerspective: Prioritize launches based on level of impact; for example, is this a new offering launch or simply a version release? Tier 1 Tier 2 Tier 3 Tier 4 New Offering Add-on Version Release Enhancement New innovation New geography New industry Add-on module Service capability Bundle Full point release Upgrade Platform upkeep New feature Increased performance Better capability 2016 SiriusDecisions. All Rights Reserved 13

14 The Buyer-Centric Sales Presentation Framework SiriusPerspective: Portfolio marketers must move outside their comfort zone to own sales presentation content, increasing sales productivity and efficiency. Buying Decision Process Gate Content Purpose Education Why? Decision: There is a reason for change Initiate Decision Solution How? Decision: Which approach to use and which vendor to choose Influence Decision Selection Who? Decision: Pursue solution with vendor of choice Support Decision Sales Process Stages Needs Analysis/ Development Value Proposition Qualify Challenges, Opportunities Identify Solution Claim (What if you could...?) Demonstrate Value Differentiators (Vendors, In-House, Do Nothing) Propose Solution Investment Validation (Against Other Initiatives) References Decision Content Components Key Industry Trends and Facts Business Insights Pain Points Use Cases, Proof Points Transition (Would that help?) Positioning (Offering) Use Cases, Proof Points Value: Business, Personal, Functional Business Case, Financial Value Risk Mitigation Use Cases, Proof Points Engagement Plan Positioning (Vendor) Needs Diagnostics Alignment to Challenges Offering Details Implementation Customer Onboarding 2016 SiriusDecisions. All Rights Reserved 14

15 The Marketing Maturity Assessment An Assessment of Functional Competencies 2016 SiriusDecisions. All Rights Reserved 15

16 Portfolio Marketing Leader Priorities SiriusPerspective: The SiriusDecisions Portfolio Marketing Research and Advisory Service helps b-to-b portfolio marketing leaders address these top priority initiatives. Go-to-Market Strategy Design go-to-market strategy and architecture for the enterprise offering portfolio Personas and Buyer Insights Understand buyer audiences, including personas, and how they buy to inform campaigns, content and innovation Messaging and Content Origination Craft audience-centric messaging and value propositions that resonate Bringing Offerings to Market Sales Knowledge Transfer Improve go-to-market workflow process and take a strategic approach to launch with defined accountability and metrics Increase sales of the offering via knowledge transfer, content and programs for sellers Functional Design and Development Build and manage an effective cross-functional portfolio marketing team 2016 SiriusDecisions. All Rights Reserved 16

17 Our Business Advisory Advisory Designed for executives and teams to help define strategy and support the execution of key initiatives. Provides access to benchmark data, as-needed access to analysts, and best practice research including operational models and frameworks. Research-Informed Consulting Consul2ng Learning Research-Enabled Learning Research-informed assessments, workshops and project engagements that support key initiatives. Our consultants are experienced leaders in your field who apply Sirius thinking and tools to help solve the challenges you face. Our learning solutions address practitioners skills gaps and extend core concepts across teams to enable consistent execution SiriusDecisions. All Rights Reserved 17

18 How to Use Advisory Brainstorming Planning Discovery Problem-Solving Assessment Best Practices Vendor Insights Education Feedback Generate new ideas around a topic, trend, project, strategy or initiative. Analyst offers new ways of thinking about an issue or a unique b-to-b perspective. Scope and set definitions or objectives for a project, or receive guidance on annual planning and budget ideas. Analysts reviews and provides feedback on plan. Delve into a topic of interest, usually to learn about an emerging topic or refine understanding of an existing topic. Present a problem, get insights into whether other companies are struggling with the same challenge, and get recommendations on how to solve it. Review findings from a SiriusDecisions benchmark, process audit, functional competency or maturity assessment. Typically done via multiple inquiries. Learn how best practice organizations are achieving success related to a particular initiative, goal or challenge, and review case studies. Get insight into SiriusDecisions view of a market or technology category of vendors. Conversely, vendors brief analysts on latest offerings and strategies. Research is presented to the seatholder s team. Agenda is set in advance and collaboratively. Typically, the format is an internal webinar with Q&A. Get feedback on planning templates, organization charts, messaging or tactics, RFP, dashboards, product roadmaps, etc. Usually done via written inquiry SiriusDecisions. All Rights Reserved 18

19 Marketing SiriusPathway PMM Model Is your product marketing framework comprehensive enough show your marketers their roles and responsibilities? Buyer Personas Have you identified and prioritized your personas? Action Plan & Timeline Launch Plan Is your buyer profile robust, accurate, and based on your buyer personas? Is your launch plan built to align activities to desired outcomes for each of your audiences? Sales Enablement Have you established a sales enablement plan that optimizes productivity? 2016 SiriusDecisions. All Rights Reserved 19

20 Client Examples

21 Use Case: to Audience Messaging Problem Statement Client s product-centric messaging did not maximize inbound marketing and contributed to limited product launch success. Results New messaging, tools, and system designed around the persona buyer journey. +10% orders -78% Time to market +59% Web visitors +53% Web revenue 2016 SiriusDecisions. All Rights Reserved 21

22 Use Case: Better Alignment Around Target Customers +20% Number of opportunities and pipeline value Problem Statement Changing buyer behavior; sales and marketing not aligned on a common approach. Buyer messaging wasn t compelling. Results Deeper customer understanding, consistency of language, better alignment around common set of customers, common way to speak to buyers. +100% SQLs YoY +50% Conversion YoY 5x YoY Number of contacts mapped to persona Number of contacts responding to marketing communications 2016 SiriusDecisions. All Rights Reserved 22

23 Use Case: Aligning for Go-to-Market Success Problem Statement Align the organization to an audience-centric go-to-market approach Results Accelerated go-to-market collaboration and execution among marketing, product and sales teams Best Practices 1. Assess current go-to-market maturity 2. Agree on go-to-market end state 3. Workshop for cross-functional alignment 4. Identify, assign and address gaps 5. Keep socializing the final model Ling Koay Manager of Marketing The PMM Model gave us the framework to have go-to-market conversations with teams outside our control and achieve alignment together SiriusDecisions. All Rights Reserved 23

24 Use Case: Transforming the Marketing Function Problem Statement marketers acting as downstream administrators of product-focused messaging and launches. Results owners now request product marketing input on buyer needs and innovation strategy. Changing the Marketing Process Framework Incubate knowledge transfer to sharpen skills Ongoing feedback to put methodologies into practice Management reinforcement of learning Tier 1 Tier 2 Tier 3 Tier 4 Cameron van Orman Senior VP of and Solution Marketing marketers needed to evolve to add strategic value upstream during the business and product and strategy development portion of the go-to-market process SiriusDecisions. All Rights Reserved 24